SERVING THE UNDERSERVED —
Communities along the Fairmount Line have the least access to high frequency transit and are an underbanked population. The Fairmount Line service pilot improves riders’ access to opportunities by offering more weekday trips and accepting CharlieCard payment. Our goal was to grow awareness of the service pilot and encourage ridership.
Our mobile-only, geofenced media strategy targeted riders who stepped within walking distance of a Fairmount Line station stop. Research showed that underbanked and unbanked populations primarily access the internet through their smartphones, driving the need for a mobile-only ad strategy.
Social media ads communicated the ease of CharlieCard payments and how the increased weekday service supports people who live and work outside of the standard 9-5 commute. Mobile display reinforced the more trips and a new way to pay message, while Google AdWords captured people searching for public transportation options near them. Ads were translated into Haitian Creole and Spanish to support the various languages spoken by the Fairmount Line community.
MOTION GRAPHICS AND PRE-ROLL GARNERED THE MOST INTERATCTIONS
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